MST: Let the anti-litter ads on buses

Monterey-Salinas Transit's general manager said Wednesday a resolution was reached to allow anti-litter ads on MST ads after the agency yanked the ads bought by a group of Central Coast cities, counties and waste-hauling companies.

"We believe we are on our way to a resolution," general manager Carl Sedoryk said.

The ads, as first proposed, would have violated a blanket MST policy against "message" ads intended to keep the transit agency out of potential flaps over ads dealing with sensitive social issues like abortion or religion that would bruise community feelings.

While the anti-litter message was on par with motherhood and apple pie, MST officials said it would still leave the agency open to being forced to accept more pointed message ads.

Sedoryk said the ads will be modified, at no cost to the sponsor, with logos and "stronger" links to commercial members of the sponsoring group.

"It becomes that entity's message, and according to our general counsel, helps us maintain the policy so we don't become subject to more extreme messages," Sedoryk said.

The modified ads should start rolling on MST buses by the end of the month, he said. "If this helps reduce litter, we're all for it," he said.

The transit agency will get about $7,000 for the ads, part of about $250,000 a year generated by ads on its buses. The agency's annual operating budget is about $30 million with about $7.5 million coming from fares and the rest from federal and state transportation funds.

Publicity about the flap generated a few calls from MST board members and the public, Sedoryk said.

"It was unfortunate it rose to the level of being a public matter" before the agency could work with the ad buyer, he said.

Bus ads have generated a little heat over the years, but not to this level. Sedoryk said complaints have come in "when we accept ads in languages other than in English." MST has rejected ads with personal messages and ones prominently featuring local political figures, he said.